In a surprise move, Toyota decided to stop the production of its best seller MUV- Innova to pave the way for the launch of the new generation Innova Crysta. The plot seems to be the repeat of the stoppage of Toyota Qualis for the introduction of Innova.
Toyota decided to replace Innova not because it is in the mature/decline stage of product-life-cycle. The first generation Innova is still the best selling segment leader. Replacing a best-selling model when the sales are at peak requires a lot of guts and visionary thinking. The new Innova Crysta will be running on the new product platform TNGA which enables multi-product configurations.
Innova which was launched in 2005 has so far sold more than 5.75 lakh units. As per auto.ndtv, the brand Innova is selling approximately 5000 units per month - a task its low-priced competitors despite their aggressive pricing and marketing strategies could not achieve.
The brand is practicing planned obsolescence where the brand deliberately makes its product obsolete by launching updated versions.
According to reports, Innova has struck a chord with Indian consumers through its robust build quality and high quality. And despite being a large vehicle, the handling part of this vehicle is best in the class.
First generation Innova had set a benchmark for the category it has helped create. Now true to Toyota tradition, the brand is redrawing the benchmark with the launch of Crysta. It is interesting to note that Toyota will not be selling the first generation Innova side-by-side Innova Crysta. It is foregoing that sales opportunity to sustain the brand equity of Innova